Diamond Morgan Northend Albers Advertising Wins Million Dollar Brooks Sports, Inc. Account.Business Editors PALO ALTO Palo Alto, city, California Palo Alto (păl`ō ăl`tō), city (1990 pop. 55,900), Santa Clara co., W Calif.; inc. 1894. Although primarily residential, Palo Alto has aerospace, electronics, and advanced research industries. , Calif.--(BUSINESS WIRE)--Nov. 19, 2001 Diamond Morgan Northend Albers (DMNA DMNA dimethylnitrosamine. ), the leading advertising agency in Silicon Valley, has won the Brooks Sports integrated branding account. The Seattle maker of athletic shoes and apparel selected the Silicon Valley agency after a national search and creative presentations from five nationally recognized creative agencies. Brooks Sports hired Dr. Neal Burns, a University of Texas professor of advertising and former Director of Account Planning "Account Planning is the discipline that brings the consumer into the process of developing advertising. To be truly effective, advertising must be both distinctive and relevant, and planning helps on both counts. at Carmichael Lynch, to conduct research on the brand and an agency search. Dr. Burn's and Brooks' marketing team met with numerous agencies, of which, five were invited to present creative concepts. DMNA was included on the list because of its work for brands like NEC (NEC Corporation, Tokyo, www.nec.com, www.necus.com) An electronics conglomerate known in the U.S. for its monitors. In Japan, it had the lion's share of the PC market until the late 1990s (see PC 98). NEC was founded in Tokyo in 1899 as Nippon Electric Company, Ltd. , Silicon Valley Bank, Synopsys and AT&T. According to Dr. Burns, "DMNA's portfolio showed great creative flair combined with strategic planning. Their work is very smart and creatively fresh. I recognize them as both a good tech agency and one who understands how to build a brand." Charlie Northend, President of DMNA says, "Our shop is one of the few agencies in Silicon Valley or the tech arena that truly incorporates account planning into its process." The agency's pitch consisted of a full plan for the brand, including tactics for online and distribution channels. "While all of the presentations were sound, DMNA demonstrated to us they truly understood the mindset mind·set or mind-set n. 1. A fixed mental attitude or disposition that predetermines a person's responses to and interpretations of situations. 2. An inclination or a habit. of people who run, which we feel goes beyond just `runners'," said Brooks' VP of Marketing, Craig Heisner. "We were also taken with their extended insight into programs, going as far as retailer promotions and sales force education. We look forward to a long, close relationship with DMNA." DMNA's directive is to refine Brooks' market position and strengthen its brand in the highly competitive running gear market. DMNA's first steps will be developing an articulated brand vision for Brooks, followed by brand communications, product-specific ads, event marketing, and retailer and interactive programs. "Brooks has a niche audience in the athletic apparel industry," added Northend. "Our emphasis will be on helping Brooks communicate the `experience' of owning Brooks shoes and apparel to new audiences." The account win adds to DMNA's impressive list of clients, including NEC, Silicon Valley Bank, IDG IDG International Data Group IDG Integrated Drive Generator IDG Installation Design Guide IDG Internet Discussion Group IDG Inset Dielectric Guide IDG International Dangerous Goods (mail, shipping) , PC World Magazine, AT&T and the San Jose Sharks The San Jose Sharks are a professional ice hockey team based in San Jose, California, United States. They are members of the Pacific Division of the Western Conference of the National Hockey League (NHL). NHL NHL Non-Hodgkin's lymphoma, see there franchise. About DMNA Diamond Morgan Northend Albers (DMNA) is one of the leading advertising agencies in and around the San Francisco Bay San Francisco Bay, 50 mi (80 km) long and from 3 to 13 mi (4.8–21 km) wide, W Calif.; entered through the Golden Gate, a strait between two peninsulas. and Silicon Valley areas. Formed in 1996 by four partners whose diverse backgrounds and disciplines gave them a comprehensive understanding of the advertising process, DMNA translates leading technology industry companies' ideas into visions of societal and functional impact. DMNA counts among its clients AT&T, NEC, IDG, SmartForce, Synopsys and Silicon Valley Bank. The agency also proudly provides pro bono Short for pro bono publico [Latin, For the public good]. The designation given to the free legal work done by an attorney for indigent clients and religious, charitable, and other nonprofit entities. services to the Peace Museum and Plugged-In. The Silicon Valley/San Jose Business Journal ranked DMNA the number one advertising agency. For more information, visit http://www.dmna.com, email info@dmna.com, or call Charlie Northend at 650/614-0730. About Brooks Sports, Inc.: Brooks Sports, Inc. develops and markets a full line of performance footwear, apparel, and accessories for runners and fitness enthusiasts worldwide. Driven by its passion for comfort, Brooks is quickly becoming the performance brand of choice among runners who are serious about their equipment. Brooks does business in over 80 countries worldwide and is headquartered at 19820 North Creek Parkway, Suite 200, Bothell, WA, 98011, near Seattle. For more information, please visit www.brooksrunning.com, or you may call Heather DuHamel at 425/489-2444. |
|
||||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion